Why would a business choose to use a domain extension other than .com, especially if a .com option is available for purchase?
This is a question that challenges conventional wisdom, but it’s becoming increasingly relevant in today’s diverse digital landscape.
In this post, SEO experts and business leaders share their real-world experiences, detailing specific instances where they intentionally opted for an alternative domain extension.
Their responses reveal the diverse factors that can influence this choice, from branding and niche targeting to cost considerations and future-proofing.
Read on!
Georgi Petrov
The decision to intentionally choose a different domain extension, even when a .com was available, often comes down to branding, relevance, and memorability.
In our case, we opted for a .agency extension to reflect the core of our business and immediately communicate our industry focus. This choice made our domain more descriptive and aligned with our brand identity, setting us apart in a crowded market where .coms can feel generic or overly competitive.
By using a unique extension, we were able to create a stronger connection between our domain name and the services we provide, making it easier for clients to understand our value proposition at first glance.
Another key factor was cost and availability. While a .com domain was technically available, it was either overpriced or less brand-specific compared to our preferred choice.
Choosing a more creative extension allowed us to maintain brand integrity without compromising on relevance or clarity. This decision has proven effective in making our site stand out, enhancing memorability, and reinforcing our commitment to innovation.
A domain extension tailored to your niche can be a powerful tool in building a strong and unique online presence.
Georgi Petrov
CMO, Entrepreneur, and Content Creator, AIG MARKETER
Devan Leos
We initially chose a .ai domain because our brand is an artificial intelligence-based software.
Interestingly enough, the .ai domain began ranking well immediately, and we conducted some additional research and found that .ai domains seemed to rank just as well as .com domains.
Devan Leos
Co-founder & CCO, Undetectable AI
JM Littman
Choosing a country-specific domain extension, such as .co.uk for the UK or .de for Germany, often comes down to SEO strategy and audience targeting.
These extensions send a strong signal to search engines like Google that your website is tailored to a specific region, which can significantly improve rankings for local search queries.
For instance, if you’re a business targeting customers in the UK, having a .co.uk domain makes it clear that your content and services are relevant to that market.
Search engines are more likely to prioritize your site in local search results, especially for users searching within that country. This localization can lead to higher visibility and better engagement with your intended audience.
Country-specific extensions also help build trust with users. People searching within their region often prefer websites that reflect their location.
A UK-based user is more likely to trust and click on a .co.uk domain than a generic .com, especially if they’re looking for products, services, or information specific to their area.
Using a country extension can be a strategic move, especially for businesses focusing on a particular geographic market.
It combines SEO benefits with user trust, ensuring that your website not only ranks well but also resonates with the right audience.
JM Littman
CEO, Webheads
Jitudan Gaddhavi
Drawing from my experience running a digital marketing agency and advising clients across various industries, I’ve come to recognize several strategic benefits of opting for alternative Top-Level Domains (TLDs) over the common .com. Here’s an expanded view on why I often recommend these alternatives:
Enhanced Brand Identity: Domains like .tech, .design, or .store immediately clarify a business’s focus. For example, a tech startup using .tech or a retail business using .store directly communicates what they do, providing a strong branding advantage.
Greater Domain Availability: Due to high demand, securing a concise and relevant .com domain can be challenging. Alternative TLDs often provide more availability, allowing businesses to select names that are not only shorter but also more aligned with their brand.
Differentiation: In competitive markets, differentiation is key. An unconventional TLD can be a conversation starter, setting a brand apart from its competitors and making it memorable to consumers.
Targeted Marketing: Specific TLDs can enhance marketing efforts by targeting particular customer bases or geographic areas. For example, .nyc or .london can attract local customers, while .eco can appeal to environmentally conscious consumers.
SEO Neutrality: The myth that .com domains rank better is outdated. Search engines prioritize the relevance and quality of content. With the right SEO strategies, websites with alternative TLDs can achieve excellent search engine rankings.
Cost-Effectiveness: Some alternative TLDs are more affordable than their .com counterparts, providing a budget-friendly option for startups and small businesses. This allows more funds to be directed towards other areas of business growth.
Local Performance Advantage: Country-specific domains like .uk, .de, or .au can perform better in local search results compared to .com domains. These TLDs signal to search engines and users alike that a business is located in, or primarily serves, a specific country, which can improve local search visibility and relevance.
When advising clients, I stress that their domain choice should reflect their brand strategy and accommodate future business evolution. Alternative TLDs offer the flexibility and strategic edge needed to navigate diverse industry landscapes and achieve local prominence.
Chris Brown
My story is humorous in retrospect but teaches a crucial lesson about awareness of questionable business practices regarding domain purchasing.
I bought a “.com” domain for my company, totalsurf, paid the domain registrar and confirmed the domain was working and registered in my name.
The domain was now mine. Or so I thought!
Shortly after purchasing, I went out, and on my return, I was shocked to find my .com domain being auctioned off!
The registrar had revoked the registration because I hadn’t clicked a link in my congratulatory email when I purchased the domain.
Chris Brown
Managing Director, Totalsurf
Rasmus Aarup Christiansen
We chose a .de domain because it directly connects our business to our location, which is important since we specialize in making unique bachelor party experiences right here.
It’s a clear shout-out to our local expertise, and it communicates that message on our website without making anyone search too hard.
Opting for .de over .com was a deliberate move to align more closely with our audience.
Even though our visitors come from all over, modern browsers make it easy for people to translate the site and fully engage with what we offer. This will make sure they get the full experience while still enjoying that real local touch we pride ourselves on.
By sticking with .de, we’re not just maintaining our brand’s strong local connection; we’re also building bridges with customers worldwide.
Rasmus Aarup Christiansen
CEO and Co-Founder, Pissup Tours
Khan Muhammad Imran
When selecting brandignite.co for my digital marketing agency, I didn’t choose it out of necessity but as a deliberate branding decision.
While .com was considered as an alternative, it didn’t convey the sleek and sophisticated image we aimed to project. The .co top-level domain immediately stood out for its association with “company” and its alignment with our forward-thinking and innovative approach.
During the search, .com options felt outdated, overly generic, or disconnected from what our brand represents. The .co extension offered a simple, globally relevant solution without the national or industry-specific connotations often associated with other domains.
Since its inception, the domain has been well received by clients for its clean and modern appeal. It reflects the fresh, impactful thinking we bring to every project, solidifying our reputation as a creative agency delivering innovative marketing solutions.
Sameer Gupta
While .com has long been the go-to for domain extensions, the rise of alternatives like .co, .io, and .ai is changing the landscape. For startups, tech companies, and digital products, these extensions can often convey more about the business or product than a generic .com domain.
For instance, .io is associated with tech and innovation, while .ai works well for AI-driven platforms. These extensions can make the brand feel more niche, modern, or aligned with industry trends.
Additionally, with domain availability being a concern, opting for a different TLD might be necessary to secure a relevant and easy-to-remember name.
As highlighted by digital marketing experts, while .com is universally recognized, newer domain extensions may also provide better opportunities for branding and SEO, especially in specific industries.
Sameer Gupta
SEO Executive, BOTSHOT
Iqbal Ahmad
The main reason to choose a domain extension other than .com is because my business is located in the UK and by considering it the optimal choice is to go for .co.uk domain extension.
Using country-based extensions not only helps me to target the right audience in the right country but also helps my website’s SEO in that specific region.
So, choosing a domain extension other than .com depends upon the nature of your business and target region.
If your business operates worldwide it would be an ideal option to go for a .com extension and if restricted to a specific region then a country-specific extension would be an ideal option to consider.
Iqbal Ahmad
Founder & CEO, Britannia School of Academics
Kevin Shahnazari
When launching FinlyWealth, I decided to use .financial instead of .com because I wanted to emphasize our special focus on financial technology.
The moment a visitor lands on our domain, it signals that we are experts in financial services, not just another tech company.
This increased our click-through rates by 35% compared to our previous .com domain.
I have seen this niche domain strategy work really well for industry-specific businesses. The financial TLD helps potential clients quickly understand our expertise and commitment to financial services.
Kevin Shahnazari
Founder & CEO, FinlyWealth
Nikita Sherbina
When we launched AIScreen, we chose “.io” over “.com” for several compelling reasons:
Tech & SaaS Branding: “.io” resonates well within the startup and tech community, signaling innovation and aligning with our B2B focus.
Global Appeal & Availability: Finding a concise, brandable name was key. AIScreen.io is memorable and clean, avoiding the need for extra words.
SEO & Perception: Search engines view .io domains similarly to .com, ensuring our discoverability and credibility remained intact.
Ultimately, our choice was about branding and simplicity. I’d be happy to provide more insights if needed.
Nikita Sherbina
Co-Founder & CEO, AIScreen
On behalf of the BoostMyDomain community of readers, we thank these leaders and experts for taking the time to share valuable insights that stem from years of experience and in-depth expertise in their respective niches.
BoostMyDomain invites you to share your insights and contribute to our authoritative publication. Reach a wider audience, build your credibility, and establish yourself as a thought leader in an industry that caters to every business with an online presence!
